- Title
- Modes of market entry strategies : a South African retail company’s perspective on doing business in Nigeria
- Creator
- Katende, Jonathan
- Subject
- Retail trade - South Africa, Retail trade - Nigeria, International business enterprises - South Africa, International business enterprises - Nigeria
- Date
- 2015
- Type
- Masters (Thesis)
- Identifier
- http://hdl.handle.net/10210/82538
- Identifier
- uj:18970
- Description
- Abstract: Many companies have rushed into Africa looking to capitalise on newly liberated prospective consumers. However, these companies have quickly realised that the local terrain is not as accommodating as that of other developing markets. South Africa has thus remained as the gateway to doing business in Africa and this has allowed South African companies to be in the best position to take advantage of the developing markets. Nigeria became the biggest economy in Africa, leap-frogging South Africa in 2013 after it announced a rebasing of the country’s Gross Domestic Product. South Africa has the ability to regain its position as an African hegemon, considering its world class financial systems and infrastructure. This study will focus on South African retail companies’ internationalisation process in Nigeria, based on the recent shift of economic dominance on the African continent. Successful companies in emerging markets are those that have modified their strategies to suit the local business environment without altering their values and principles. South African investors thus need to use this opportunity to conduct market research, risk assessments and analysis of competition as forms of market entry. This research concerns itself with the manner in which South African retail companies enter new markets – specifically, the new modes of market entry in the Nigerian retail market. Once established, South African companies need to survive and grow their businesses in Nigeria. This research will determine the best practices for South African retail companies in Nigeria. The research results may serve as a guide for South African retail companies looking to conduct market entry into Nigeria. A mixed method research approach was used, as it provided an in-depth understanding of the modes of entry for retail companies in Nigeria. This approach will aid the research in identifying a collection of techniques that fully obtain a descriptive and epistemological base for South African retail professionals and industry specialists in the Nigerian market..., M.Com. (Business Management)
- Contributor
- Coetzee, H., Mr.
- Language
- English
- Rights
- University of Johannesburg
- Full Text
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